Charlotte Vonkeman

Toward Understanding Online Impulse Buying: The role of Emerging Webstore Technologies and Emotions during Online Shopping
Charlotte Vonkeman is a PhD candidate at the VU University Amsterdam, Department of Economics and Business Administration. Her research focuses on the role of emotions and emerging webstore technologies in online impulse buying. While online impulse buying accounts for a substantial part of all online expenditures (an estimated 40%), little research addresses this phenomenon. The present research project aims to fill this gap by investigating how various elements in the online shopping environment, such as augmented reality, video games or advanced product personalization tools, foster unplanned and instantaneous online purchase behavior. Furthermore, the interplay between emotions and the use of webstore technologies will be a main focal point in this research. The empirical part of the project will consist of surveys combined with log data from real-life online stores.